096 | David Gluckman | That Sh*t Will Never Sell: Drinks Brands. From The Bottom-up (And Sometimes Not!)

The MAFFEO DRINKS Podcast is a leading drinks business podcast, listened to in 120 countries worldwide with 125+ episodes. Honest conversations about how the industry actually works, from the bar and what it means for the boardroom.This Episode is hosted by Chris Maffeo and brought to you by MAFFEO DRINKS.Join us on this episode of the Maffeo Drinks podcast, where Chris Maffeo chats with drinks industry legend David Gluckman about the fascinating world of drink innovation and product development. David shares insights from his recent book (That Sh*t Will Never Sell), offering a look back at the history and evolution of the drinks industry.The conversation covers iconic brands he created like Bailey's, Ciroc, and Tanqueray Ten, product ownership's importance, and consumer research's often flawed nature.David also discusses how great brands can be built without conventional testing and the critical role of liquid excellence. Tune in for an engaging discussion that blends business acumen with the art of drink creation.The discussion provides insights into the importance of ownership, consumer behavior, and the significance of product distinction in brand building. David also emphasizes the value of real-world testing over consumer research, reflecting on his approach to developing iconic spirits.Aspiring brand builders and drink enthusiasts will find valuable lessons in this engaging conversation.Timestamps:00:00 Introduction and Welcome00:29 Guest Introduction: David's Journey01:19 The Bailey's Story: Market Research and Success04:43 Brand Development Philosophy09:36 Challenges in Spirits Marketing12:38 Product Innovation and Differentiation25:44 Ownership and Long-Term Brand Building32:07 Conclusion and Farewell Wanna know what the conversation above means for your team? It's in the paid section.For €100 a year you get access to Maffeo Confidential (Private Podcast) and get this analysis and access to the full archive of 125 episodes, each one translated from industry conversation into the commercial decisions underneath it. Find out more at maffeodrinks.com